“The chatter that filled the coffeehouse amounted to a kind of improvisation, like that practiced by musicians and comedy troupes. That form of conversation was far more conducive to generating good ideas than that staple of creativity consultants everywhere: brainstorming. Brainstorming sounds like a great idea, but it doesn’t work. Dozens of studies have demonstrated this conclusively. People produce more good ideas – twice as many – alone than they do together. One.”
